Small businesses have been warned they risk fading into oblivion in today’s reputation-driven economy, through blowing their own trumpet on social media. Reputation expert Neryl East says many business operators are seduced by free and easy access to social media, but forget they need a mix of marketing tools – especially those that will position them as leaders and experts in their field.
Small businesses have been warned they risk fading into oblivion in today’s reputation-driven economy, through blowing their own trumpet on social media.
Reputation expert Neryl East says many business operators are seduced by free and easy access to social media, but forget they need a mix of marketing tools – especially those that will position them as leaders and experts in their field.
“One of the big challenges of the digital age is to fight your way through the storm of information now barraging people, just to get your message out there,” Dr East said.
“Clearly, no-one in business can afford to neglect their digital footprint. But just as important is their traditional media footprint; in fact, nothing gives more credibility on social media than being able to show you’ve been covered by the “serious” media: TV, radio, newspapers and magazines - whether online or still on paper.”
Dr East, a former television, radio and newspaper journalist, said the benefits of media coverage go far beyond one isolated story.
“Getting into the media used to be important in its own right,” she said. “Now it’s critical for credibility and positioning.”
“A media story packs way more punch than if you posted something positive about yourself on Facebook. Your message gets amplified because it’s being communicated by a professional reporter who is completely outside your business.”
“Even better, you can then get huge mileage from that one story by promoting it through your own social media channels.”
Most small to medium businesses disregard traditional media coverage because they don’t know how to go about it and can’t afford professional PR services.
In her latest book, The Headline Edge. Neryl East brings a media insider’s knowledge into the open, spilling secrets on what journalists really look for when deciding whether or not to cover a story.
The Headline Edge takes the reader through the steps of identifying a great story angle, targeting the right media outlet and audience, effectively pitching the story, and doing a successful media interview.
It’s been written for those who often fall through the cracks of professional public relations – either because they can’t afford it, or they have limited success as they fail to identify potential media stories within their business or organization.
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